“This unlocks incredible opportunities for us and our clients," says Pop2Life Founder + CEO, Eric Murphy. “To be a part of Irving Azoff’s next game-changing venture is honestly the best possible scenario for Pop2Life. He’s a true entrepreneur with the uncanny ability to recognize opportunities and voids in the industry. Our goals align perfectly.”

Irving Azoff, AMSGE Chairman and CEO, said, “Pop2Life is another key acquisition for Azoff MSG Entertainment in the marketing and branding space, as we work to redefine the way that brands interact with consumers through the most creative channels, including music, social media, and experiential content.”

"We are very excited to join forces with Eric and his incredibly talented team at Pop2Life. Our partnership will allow us to create the most cutting edge experiences for consumers and brands alike,” added Lawrence Randall, President/GM of AMSGE Media.